Jim Beam Creates Holiday Survival Guide to Assist in Gift-Giving

November 9, 2009

Deerfield, Ill. – November 9, 2009 – Young men are less worried about the cost of gifts this holiday season than the hassles that come with finding presents for other people – especially their parents. That’s according to a new national survey of more than 1,000 guys between the ages of 21 and 29, who reported their biggest holiday challenges are choosing the right gifts and simply finding the time to shop.

Jim Beam Bourbon sponsored the survey to reveal the challenges guys face as the holidays approach. The company then rallied other guys across America, tapping them for ideas, wisdom and wit to address these uniquely male holiday hassles. The result: The Jim Beam Bourbon Holiday Survival Guide, which offers advice on the best gifts for family and friends, time-management tips for the busy season ahead and Bourbon-inspired food and drink recipes.

The survival advice and tips came from the Brotherhood of Bourbon, a 100,000-member online group of Bourbon enthusiasts. More than 2,000 of the brethren responded to Jim Beam’s call for holiday-coping ideas, and some even suggested ideas for new holiday traditions. Fruitcake football, anyone?

“We designed the Survival Guide to be a fun and informative tool that guys can use to make the most of the holidays,” said Kelly Doss, Senior Director of Bourbon and Whiskeys, Beam Global. “We started with the national survey to identify exactly what pressure points the Guide needed to address.”

The online poll of 1,059 American men – conducted Oct. 7 to 9 by Padilla Research Group – asked respondents a variety of questions relating to the holidays, including the biggest challenges guys face. The result was this ranking:

1. Gift Shopping: About 42 percent said buying presents is the worst hassle, especially deciding what to give to whom. Parents are the hardest people to shop for, according to 54 percent of survey respondents.

2. Time Management: About 20 percent said coordinating and finding time for everything – including shopping, family visits and work – is the biggest holiday hassle.

3. Money: Just one in five guys cited budget as their greatest challenge, such as the cost of gifts, entertaining and going out with friends. More than half (57 percent) said they plan to go out as much as or more often than last year – while fewer (43 percent) said they would go out less often.

4. Family: Issues such as whose relatives to visit when and dealing with in-laws is a major holiday hassle for 15 percent of guys.

5. Crowds: About 13 percent of guys said crowds are their greatest holiday challenge, including long lines at malls, traffic congestion and crowded airports.

Despite the common disdain for shopping and crowds, most guys don’t procrastinate, according to the survey. More than 67 percent reported getting up early the day after Thanksgiving to shop for a bargain, and more than half (54 percent) shop at least three weeks before the holiday.

When it comes to receiving gifts, nearly 40 percent ranked clothing – especially socks and underwear – as the “worst gifts.” Liquor and electronics topped the list of the best presents to give buddies. Liquor edged out champagne as the best drink to ring in 2010.

The Jim Beam-sponsored study echoed the findings of an October 2009 research report from The Nielsen Company, which showed more American consumers will be entertaining and drinking at home this season, and that spirits sales will increase – a behavior shift driven by tough economic times.

Jim Beam Bourbon’s 2009 Holiday Survival Guide, which addresses the issues raised in the survey, is available at www.jimbeam.com. “Jim Beam is the world’s No.1-selling Bourbon and we’re excited to team up with our fans to provide some great holiday help. It’s like getting sage advice from a new friend at the end of the bar,” added Doss.

The Survival Guide includes gift ideas to please everyone on your list, from gift baskets for mom, to simple-yet-sentimental presents for that special someone (create a DVD with personal photos set to her favorite songs). You’ll also find a list of the “Worst Gifts Ever” – ranging from hermit crabs to gravy boats – compiled from the Brotherhood of Bourbon and national survey respondents.

The Guide also explains ways to save time and money during the season, like avoiding mobbed malls on the weekend and even postponing your gift exchange until January so you can cash in on the big sales.

And finally, it wouldn’t be the holidays without great food and drink, so Jim Beam has included a collection of festive Bourbon-inspired recipes and tasty cocktail concoctions. Those include the new Red Toddy and Red Nog – both made with Red Stag by Jim Beam Bourbon.

Content from the Holiday Survival Guide will be shared across Jim Beam Bourbon’s social networks and fan groups from Nov. 1, 2009 through the end of December. The Holiday Survival Guide, additional information and comprehensive survey results may be found at http://press.jimbeam.com.